In 2021, we were challenged to transform Michael Hill from a mass volume retailer to an aspirational brand. Our advertising needed to reflect the quality of the spectacular, hand crafted jewellery for sale in-store, and set us on another level from our competitors.
Christmas – Michael Hill’s greatest sales period – was the ultimate test for our new approach. Our emotive campaign celebrated the joy of giving something extra special, extra thoughtful, extra personal. The joy of giving Michael Hill jewellery.
With the campaign running across Australian, New Zealand and Canadian markets, we set our story against the atmospheric backdrop of a traditional White Christmas.
